Holiday satisfaction in Vietnam : inter-cultural perspectives

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Abstract

The growing reach of tourism activity across the globe, the volatility of demand and increasing customer sophistication have increased pressure on the tourism industry to
provide experiences which are high quality and culturally sensitive. Vietnam is currently experiencing a rapid growth of arrivals from diverse source markets. Since the cultures of Asian travellers are markedly different from their Western counterparts, it is essential for Vietnamese service providers to understand the cultural characteristics of international travellers since these
may have an influence on satisfaction levels. To date, most research on destination perceptions and satisfaction has been limited to sample populations within Western countries. No published studies have specifically compared Vietnamese, Chinese, French and American perceptions and satisfaction with tourism products and services in the context of Vietnam as a holiday destination. The
present study adopts a cross-cultural perspective. It aims to provide an enhanced understanding of the factors determining host-guest intercultural interactions, their
mutual perceptions towards Vietnam's tourism products and services and how these influence their levels of satisfaction.